Legal Intake 101: Scripts, Strategy & Sales You’re Ignoring

Welcome to The Legal Intake Experts podcast! For more than a decade, Answering Legal has helped growing law firms ensure they never miss a chance to connect with new leads. Now, we’re pulling back the curtain to share our best strategies for strengthening your intake process and turning more callers into clients.

In our second episode, hosts Nick Werker and Tony Prieto dive into the essentials of building a strong legal intake process. They stress the importance of having a well-structured intake script and strategizing intake calls to turn leads into clients.

Check out the episode below. You can also enjoy it on YouTube, Spotify and Apple Podcasts.

Nick and Tony discuss the value of using a CRM, effective client communication, and the benefits of employing a third-party answering service. With practical tips and insights, this episode provides a comprehensive guide for law firms looking to improve their client intake process and ensure they never miss a chance to connect with new leads.

Want to connect with our experts?

Reach out to Nick Werker via email at [email protected]

Reach out to Tony Prieto via email at [email protected]

For more legal intake tips, explore our blog: https://www.answeringlegal.com/blog

Check out some of Tony's recent intake related blog posts:

How To Start A Legal Intake

How To End A Legal Intake

Streamline Your Intake With An Answering Service

The Legal Intake Experts is a part of the Answering Legal podcast network. Interested in learning more about Answering Legal? Click here to learn more about 400 minute free trial!

Check out the previous episode of The Legal Intake Experts here!

This podcast is produced and edited by Joe Galotti. You can reach Joe via email at [email protected].

Episode Transcript:

Intro

Nick Werker (Host): In a world where law firms constantly miss out on new leads due to sloppy legal intake — and often because they just aren’t answering the phone — two marketers aim to provide a glimmer of hope.

Tony Prieto (Co-Host): I thought we agreed we weren’t going to do the announcer thing.

Nick: Thank God, because that hurts my throat. You do the intro.

Tony: Gladly. I’m Tony Prieto, and this is my colleague Nick Werker. Believe it or not, we’re marketing professionals.

Nick: Well, I think you’re the professional. But we are true experts when it comes to all matters of legal intake.

Tony: For over a decade, our company, Answering Legal, has helped ensure that growing law firms never miss out on connecting with new leads.

Nick: And now, we’re ready to share our trade secrets and help make the legal world a better place.

Tony: Or at the very least, help our listeners shore up their lead-capturing processes and convert more callers into clients.

Nick: Welcome to The Legal Intake Experts podcast.

Tony: Let’s dive right in.

Back on the Podcast & Setting the Stage

Nick Werker (Host): We are back once again here on The Legal Intake Experts podcast presented by Answering Legal. And in preparation for this, I want you to know that I not only drank pre-workout, but I had 16 ounces of coffee — and then our sponsor, Celsius, is today’s sponsor of the podcast.

Tony Prieto (Co-Host): I appreciate Celsius for sponsoring the future of this podcast. I mean, our audience are lawyers — I think it might be illegal to say something is a sponsor if they’re not.

Nick: No, no — it’s wishful thinking. It’s wishful thinking.

Tony: Yeah. Thinking.

Nick: Do you remember this? Back in like 2014, 2015, Kawhi Leonard was in a postgame presser when he was the best player in the league. He goes to sit down, and somebody kindly left him a red Gatorade for him to drink postgame. He picks it up, mutters under his breath — not to anybody in particular — “Not sponsored by Gatorade,” and then throws it in the trash. It was so funny.

But anyway, okay, I’m ready. I’m caffeinated — that’s the point.

So, we’re only on episode two of this series, which means we can’t go into all the advanced tactics just yet. But before we dive into the weird and wonderful world of legal intake, I think we have to nail the basics.

Tony: I can tell you something. When writing blogs about legal intake — which I’ve done a lot of — I always mention that starting with the basics is just like building a house. You’ve got to start with the foundation.

And if you don’t, you’ll end up with a bunch of really nice furniture, and then it’ll all get rained on, snowed on — whatever your inclement weather is, wherever you are. The meta point of this metaphor is that you’ll end up spending a lot of money bringing leads in, but you won’t be capturing them.

Nick: I like the metaphor. What’s the “furniture” in this metaphor? Is it literally furniture? Like buying fancy furniture for your office — a fancy credenza, nice fountain pens — and you don’t have any leads?

Tony: It’s advertising money, is what it is.

Nick: Okay, I like the physical vanity of that.

Why Intake Scripts Matter

Nick Werker (Host): I do want to start with this because this is such a hot topic that I see everybody talking about. It’s actually getting a little redundant — but it is super important — and that’s making sure your process and your script for legal intake are in place.

A lot of marketing companies are starting to get really involved in this because of churn, right? Let’s say you’re with a marketing company and they’re delivering clicks, leads, and attribution. But then you meet with the law firm owner, managing partner, or marketing director — and they have nothing to show for it.

You open the P&L, and you’re not driving any growth. There are no cases in the pipeline. You look and say, “Oh man, the marketing performance is down, the leads are bad.” But the real question is: What is your process for intake?

So let’s talk more about that. How can firms start the process of putting an intake script, form, and overall process in place?

Tony Prieto (Co-Host): What you really have to do is take each call and identify the goals. The goal of your intake process should be to turn leads into clients — but also to make sure those leads are the right kind of leads for your firm.

So intake really has two purposes:

1. To qualify leads.
2. To secure them.

And the way you can do both — luckily — is with the same thing: by coming up with a script. A step-by-step guideline for each call. That way, when your intake person — whether it’s you (hopefully it’s not you) or your receptionist — answers the phone, they can look at the guideline and say:

“Okay, I’ve got their name, I’ve got the type of case, now I need a little bit more information.”

And they can turn that into a conversational process. The key is nailing down your script early.

Working Backwards & Mapping the Intake Journey

Nick Werker (Host): I love everything you just said, and you know this about me — I’m a big “work backwards” kind of guy. I like to align on goals and objectives first. That way we all know where we’re going, and then we can start mapping how to get there.

I’ve also been reading a lot more lately. There’s this concept about flying a plane: you have to be perfect in your intention, because if you’re even one degree off, over time you’ll end up very far from where you wanted to go.

So what I’m talking about here is stages of prospects that come into your firm. I’ll tell you about our internal process, and then I’ll share what I see in firms that succeed most with intake.

For us, somebody fills out a form on our website and they get put into a stage in our CRM called Qualified Null. The reason we do that is because if you fill out a form on our website, you’re most likely qualified for our service.

Once an account executive or a team member speaks with you, they move you into a different stage of the CRM. That automatically updates how we categorize that prospect — usually into a Sales Qualified Lead.

From there, once you move through onboarding and sign up, you get assigned other statuses.

For law firms, the most common stages I see look something like this:

• Somebody calls in. (Phone calls are still the biggest way people contact law firms, according to Clio.)
• Your intake specialist, receptionist, or third-party answering service answers the call.
• They use the script, have a conversation about the caller’s problem — personal injury, criminal, family law, whatever it is.
• They take down the information, define next steps, and internally mark that prospect as an Intake Qualified Lead.

If the attorney decides to move forward, that prospect usually goes to a consultation. Depending on the firm, that might be the owner, a trial lawyer, or an associate.

During the consultation, the attorney decides if the case is a fit — and convinces the prospect to hire them. If they do, the lead moves into the Retained Client stage, signing a retainer agreement or contingency agreement.

By working backwards and defining the stages, you can then tweak the conversations and the intake process to get better and better results.

Making a Strong First Impression

Nick Werker (Host): So now that we’ve mapped out stages, I want to ask you this: how do you make a better first impression on clients at the very outset of them reaching out to a firm?

Tony Prieto (Co-Host): Part of the problem with not having a script is that the last thing you want to seem to a prospective client is disorganized or unprofessional.

If you just have whoever’s answering the phone pick it up and say, “Law firm. How can I help you?” — or worse, if it’s inconsistent every time — you’re immediately creating confusion.

Having a script helps mitigate that. It makes sure you’re collecting the right information and structuring the conversation. But just as importantly, it projects professionalism.

Answer the phone politely: “Good morning, thank you for calling the Law Offices of Smith & Johnson. How can we help you today?” That alone sets a professional tone.

At the end of the day, professionalism is intangible but powerful. It’s one of those qualities that can make or break whether a prospect hires you. Remember — this person is usually under stress. They can’t solve their legal issue on their own, and they’re looking for someone to step in and help.

In their mind, lawyers are supposed to be professional. So you need to meet them there — and an intake script is what helps you present that image consistently.

Nick: I like that insight. During onboarding with new firms, one of the first questions we always ask is, “How would you like your phones answered?” And almost invariably, the law firm owner goes, “What do you mean?”

So we’ll give examples: “Good morning, thank you for calling the Law Office of Attorney Prieto, how may I help you?” And that’s when the light bulb usually goes off.

By now, hopefully law firms are starting to see the light — that an intake script isn’t just a “nice to have.” It’s table stakes. You have to have a plan for how you’re going to help people right from the first phone call.

Structuring Your Intake Process

Nick Werker (Host): So let’s talk about the big picture and actually give people some tips they can use today.

Tony Prieto (Co-Host): Absolutely. I’ve written about this a bunch, and while every law firm is different, there are some structural tips that apply everywhere.

At the end of the day, the exact questions you ask will vary depending on your practice area — criminal defense, personal injury, family law, whatever it is. If you get a call from someone in jail and you ask them how their divorce is going, clearly it’s not going to work out.

So instead of saying, “Ask this exact question,” we recommend focusing on the kinds of questions to ask — and what you need to get out of them. Then you can reverse-engineer your intake process.

The key idea is to design your process intentionally. Know what you need to find out in that first call:

• Does this person have a case that fits your firm’s practice area?
• Do they meet the basic criteria that would make them a viable client?
• What next step should you guide them toward — a consultation, retainer, etc.?

When you frame intake this way, you’re not just winging it. You’re setting up a repeatable, reliable process that ensures consistency.

Nick: You know what’s funny? I’m one of those people who always ends up putting my foot in my mouth. Like when a waitress brings your meal and says, “Enjoy your food,” and I reflexively say, “You too.”

If you don’t have a plan and you’re not used to talking with people — especially about something as sensitive as their legal problems — you’re going to trip up. And that’s why you need structure.

Really, intake is sales. And that word makes some people uncomfortable. But it doesn’t mean being sleazy. It doesn’t mean pushing snake oil. It means having real conversations, one-on-one, and guiding someone toward the help they need.

If you want to be authentic, and avoid being “salesy,” the best thing you can do is go in with a plan. Rehearse it if you have to. Studies show that rehearsing scenarios actually reduces anxiety — which is huge if you get nervous about phone calls.

The main point: treat intake with intention. Don’t just hope for the best. Plan it out, structure it, and use that plan to project confidence and empathy.

Meeting Clients Where They Are

Nick Werker (Host): I always say you have to meet people where they’re at. Let’s use your example of a criminal defense attorney. If someone calls you from jail, you wouldn’t casually open with, “So, how’s it going?” That would be tone-deaf.

Tony Prieto (Co-Host): Exactly. You’ve got to go in with empathy and intention. If I were that attorney, the first thing I’d ask is, “Are you safe? Is this your first time being arrested? Are you uncomfortable? Tell me what’s going on so I can help you.”

And then I’d explain what comes next: “I’ve dealt with this before. Here’s what we can do about bail, about your arraignment, about how long you might expect to be in there.” That reassurance is what the caller really needs in that moment.

Nick: Same goes for personal injury. If someone just got into an accident, don’t keep it surface-level. Don’t just say, “Are you in pain?” Go deeper. Ask, “Are you in the hospital right now? Did you get discharged? Are you able to work? What’s the hardest part of your recovery so far?”

Those kinds of questions show empathy and help the client feel like they’re not just another case file. They feel like you care.

Tony: Exactly. At the end of the day, people are looking for a lawyer who will be their advocate. The intake process is your chance to show them that from the very first call.

Nick: And this applies beyond law, too. I’ve been looking for a new counselor recently, and I can tell you — a lot of offices do intake so poorly. You call, and they sound disinterested: “Yeah, somebody will call you back.” No empathy. No reassurance.

Law firms can’t afford that. Because unlike in healthcare, where your options are limited by insurance, legal clients usually have a lot of choices. If you don’t make a strong first impression, they’ll just call the next attorney on their list.

Tony: Right. And while “sales” might feel like a dirty word, the truth is you’re already doing it. That first consultation is a sales call whether you think of it that way or not. You’re asking questions, building rapport, and convincing someone to hire you.

The way you succeed is by making them feel like they’re the most important person in the world to you at that moment. Ask smart questions, establish trust, and show them you care. That’s how you win clients at intake.

Giving Lawyers License to Sell

Nick Werker (Host): Before I jump into the next point, I want to make a statement — I want to give lawyers, law firm owners, and intake professionals everywhere license to do sales.

Tony Prieto (Co-Host): I love that. The hesitation around sales is so common. People hear “sales” and immediately think of sleazy car salesmen or high-pressure tactics. But intake doesn’t have to be that.

Remember that scene in The Wolf of Wall Street? Matthew McConaughey’s character tells Jordan Belfort, “The goal is to separate your client’s money from their pocket and put it into your pocket.”

That’s why people recoil from sales — they think it’s only about taking someone’s money. But here’s where I give you license: if you actually care about the person on the other end of the call, your motivation is different.

Your goal isn’t to take their money. Your goal is to help them. To solve their problem. And sometimes that means you have to convince them that you’re the one who can help. That’s not manipulative — that’s advocacy.

Nick: Exactly. If you don’t step up and guide them, who will? There are plenty of firms out there that don’t care. And those firms will be more than happy to take that client’s money without providing the support they need.

So if you actually give a care — if you’re driven by helping people — then selling is a good thing. You’re steering that client away from a bad experience and toward a better outcome.

Tony: And to borrow another line from that same scene — too many law firms are “putting up rookie numbers.” They’re failing at intake, and it’s costing them clients.

The way to pump up those numbers isn’t to throw money at more ads or more SEO. It’s to improve your intake process. Nail the basics. Ask the right questions. Show clients you care. That’s how you win.

Staying Organized with an Answering Service

Tony Prieto (Co-Host): So let’s talk about something selfishly close to home: using a third-party answering service — ideally a legal-specific one — to help firms stay organized as they move forward with a new lead’s case.

When I talk with prospects, office managers, or firm owners, I always bring this up. Because it’s not just the first impression that matters, it’s every interaction afterward. Intake is where the relationship starts, but if you drop the ball on communication later, you risk losing trust.

And here’s the kicker: the number one complaint clients make to bar associations is lack of communication. Not bad outcomes. Not high fees. Lack of communication.

That’s where an answering service helps. It gives you an open line of communication with both new prospects and existing clients, every step of the way. When someone calls, they don’t hit voicemail. They don’t wait days for a reply. They hear a real person say, “We’ve got you. Your attorney will get back to you soon.”

That reassurance alone makes all the difference.

Nick Werker (Host): Exactly. And some lawyers underestimate how big of a deal that is. It might sound insincere or small — but it’s not.

Here’s the reality: your clients are worried about their case. For them, it’s the single most important issue in their life right now. For you, it’s one of many cases you’re juggling. That mismatch creates anxiety.

When they start freaking out, they need to be able to call and hear from someone, “Yes, the message was received. Yes, we’re working on it.” Even if you can’t personally pick up, just knowing someone heard them makes a huge difference.

And the truth is, you don’t have time to handle every single call yourself. That’s why a 24/7 answering service works — it keeps your communication line open without overwhelming your day.

Tony: And there’s this funny irony: outsourcing this part of your process actually increases the amount of human interaction your clients feel.

Most industries are moving toward automation, AI chatbots, and canned responses. Clients feel like they’re dealing with machines. But when you invest in an answering service with real people, you’re making your law firm more human — not less.

And that humanization is what builds trust, keeps clients calm, and ultimately strengthens your brand.

Closing Remarks

Nick Werker (Host): All right, Tony — time for a little housekeeping before we wrap up.

We’ve referenced answering services a lot today, and for good reason. This podcast is presented by Answering Legal — that’s us. If you want to learn more about how our virtual receptionist service can support your firm, head over to answeringlegal.com.

Tony Prieto (Co-Host): And if you’re feeling lazy and don’t want to type that in, don’t worry. Right below where you’re listening or reading this, we’ve got a link that’ll take you directly there.

We’ll also drop additional resources on legal intake. I’ve written thousands of words on this subject — blogs, guides, you name it — covering everything from how to develop your intake process to what questions to ask during that first call. You’ll find all of that linked beneath this episode as well.

Nick: Awesome. And don’t forget — this is just the beginning. Be sure to join us for the next episode of Legal Intake Experts.

Tony: You can find all episodes of the show on Apple Podcasts, Spotify, and, of course, the Answering Legal YouTube channel.

Nick: Thanks for tuning in. We’ll see you next time.